The commitment mix: Dimensions of commitment in international trading relationships in India

Amer Marketing Assoc
Publication Type:
Journal Article
Journal of International Marketing, 2006, 14 (3), pp. 64 - 91
Issue Date:
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2006004120.pdf1.27 MB
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The authors identify five types of relationship commitment in international marketing relationships: value-based, affective, locked-in, obligation, and behavioral commitment. They develop and test scales to measure these dimensions on the basis of a stud
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